Cozy Marketing: How to Market Your Business Without the Burnout

Written By Stacy Braga

Cozypreneur Episode 26

Marketing your business shouldn’t feel exhausting. But between keeping up with social media, writing content, and trying to stay visible, it can quickly feel like a full-time job—on top of actually running your business.

That’s why I sat down with Addy Lopes, a cozy marketing expert who helps small business owners simplify their marketing so they can create a sustainable, unplugged business. As an introvert and a toddler mom, Addy understands the need to market in a way that fits your lifestyle and energy levels.

If you’ve been feeling overwhelmed by marketing or like you need to be everywhere at once, this episode is for you.

What is Cozy Marketing?

Cozy marketing is all about making marketing feel good—for both you and your audience. Instead of forcing yourself into strategies that feel inauthentic or draining, it’s about finding an approach that works with your personality, lifestyle, and business goals.

For Addy, this means:

  • Choosing marketing strategies that feel exciting, not exhausting

  • Setting boundaries so marketing doesn’t take over your life

  • Prioritizing connection over pressure

Marketing should feel like something you enjoy, not something you dread.

How to Choose the Right Platforms for Your Business

One of the biggest mistakes business owners make is feeling like they have to be everywhere all the time. Addy recommends focusing on:

  • One quick-win platform – A space where you can easily engage with people, like Threads or TikTok

  • One or two long-form platforms – Places where your content can live longer and work for you over time, like a podcast, blog, or Pinterest

This approach allows you to show up consistently without spreading yourself too thin.

Why You Don’t Have to Rely on Instagram

If Instagram feels overwhelming, you’re not alone. Addy and I both shared how our relationship with Instagram has shifted over time. While it can be a great place for community, relying on it entirely for marketing can lead to burnout.

Instead, consider:

  • Taking breaks when needed (Instagram won’t punish you forever)

  • Building other marketing channels so you’re not fully dependent on social media

  • Creating content that lasts longer, like blog posts or podcasts

The Power of Evergreen Content

Short-form content is great for visibility, but if you don’t have evergreen content (like a blog, podcast, or YouTube videos), you might feel like you constantly have to create just to stay relevant.

Evergreen content allows people to discover and engage with your work on their own time, reducing the pressure to always be online.

Plus, having long-form content makes short-form content easier! Instead of constantly coming up with new ideas, you can repurpose existing content into multiple posts.

What is World Building in Marketing?

World building is a concept Addy teaches to help business owners create an ecosystem where potential clients can engage at their own pace. Instead of pushing people toward a sale, world building allows them to explore your brand in a way that feels natural and aligned.

This means:

  • Creating multiple touchpoints (email, podcast, blog, etc.)

  • Focusing on relationships instead of just transactions

  • Encouraging people to engage and take action on their own terms

When people feel safe and connected to your brand, they’re more likely to buy—not because they were pressured, but because they genuinely want to.

Prioritizing Long-Term Success Over Quick Wins

Fast sales tactics might work in the short term, but building a business with long-term sustainability requires focusing on relationships. Addy shared a study from Harvard Business Review showing that increasing customer retention by just 5% can increase profits by 95%.

That means if you focus on client experience, customer loyalty, and long-term engagement, you’ll not only see more sales but also have a business that lasts.

Marketing That Feels Good for You and Your Audience

At the end of the day, marketing shouldn’t feel like a chore. It should fit your lifestyle, align with your energy levels, and create a space where people naturally want to engage with you.

If you’re ready to take a more relaxed, strategic approach to marketing, check out Addy’s email list, where she shares more about world building and cozy marketing.

And if this episode resonated with you, I’d love to hear your thoughts! Send me a DM on Threads or Instagram and let’s chat. 😊

Resources/Connect with Addy:

Connect with Stacy:

Credits:

Podcast edit by: Chelsea Koenigsknecht of KC Virtual, Instagram: @KC_Virtual

Music by: teodholina, teodholina - Pixabay 

Stacy Braga
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